Case Study: Psychiatric Association Increases Web Traffic by 93.44% from Social Media Efforts

Author: Kaitlyn Wilcoxson Category: Marketing Case Studies Date: November 15, 2023

OVERVIEW

The New Jersey Psychiatric Association (NJPA) is a professional psychiatric organization located in Neptune, NJ. The mission of the NJPA is to serve their members’ professional practice needs, including delivering essential practice management tools and continuing education programs, fostering physician wellness as the foundation of a successful practice, educating the public and New Jersey’s lawmakers on the science of psychiatry, supporting the development of NJ psychiatrists in training, promoting the professional standards of psychiatric care, and advocating to protect the interests of patients and their families.  

Challenge

NJPA came to Paradigm to manage their social media strategy. When they started working with us, they had no social media presence. Their goal was to create a social presence on Facebook, LinkedIn, and Instagram to build brand awareness.

Taking Action

Paradigm’s marketing strategists began with market research. We sent a survey to their current members to learn what social platforms they were actively using and what type of content they’d like to see from NJPA. Once we established which social media platforms NJPA should be on, we then built a social media calendar that would work in tandem with their current marketing efforts. Next, we developed social media content based on the client-approved calendar. While writing the content, we ensured each post was true to NJPA’s brand messaging and would resonate with their target audience. Our marketing strategists brought in our design team to create social media graphics for each post. Once our team had client approval on social content and graphics, we used Sprout Social, a social media management tool, to schedule all social media posts. We used industry-specific hashtags to increase post visibility and began following strategic partners to build NJPA’s following. On a monthly basis, we pulled NJPA’s social media metrics for all platforms to assess what, if any, changes needed to be made with our strategy.  

Results

Through our efforts, in the first six months of 2023, NJPA grew their Facebook followers by 49%, Instagram followers by 26.9%, and LinkedIn followers by 9.1%. Our team has consistently maintained engagement rates that are significantly higher than the average engagement rate for each platform.  

• Instagram: 9.7%, Platform average for nonprofits: 2.28% 
• Facebook: 5.8%, Platform average for nonprofits: 1.31% 
• LinkedIn: 8.7%, Platform average for nonprofits: 1.61% 

From January 2022 to June 2022, we increased the social impressions of NJPA’s NJ Pediatric Psychiatry Collaborative (NJPPC), a project with a mission to give children better access to mental health care, campaign posts by 339.74%. NJPA saw a 93.44% increase in website users that came from social media efforts compared to the previous six months. The overall results of our social media strategy led to an increase in brand awareness of the association, and increased awareness of their advocacy efforts for the NJPPC.